The central city is shifting from individual attractions towards connected travel experiences combining heritage, culture, food, landscapes and services.
In the first eight months of 2026, Hue welcomed about 5.817 million visitors, up 26.4 per cent year on year, including 1.756 million international arrivals, up 35 per cent. Tourism revenue was estimated at VND 13.79 trillion (USD 254.3 million), 1.6 times the figure a year earlier.
The strong growth has prompted the city to refresh its tourism offerings, with priority given to products that can be introduced quickly using existing resources.
One focus is a series of "Hue by Night-Hue by Morning" experiences aimed at filling periods of the day when tourism activities have traditionally been limited.
Products being studied or trialled include ;Hue Awakens by the Perfume River', 'Imperial City at Dawn', 'Breakfast Like a Hue Local', 'Dawn on Tam Giang Lagoon' and 'Villages Awakening'.
Hue also plans to upgrade Perfume River cruises, develop heritage tours by bicycle, electric vehicle and boat, improve services and visitor experiences at Dong Ba Market, and expand cultural and community arts activities at night.
MICE, golf, cruise and heritage railway tourism will be linked with accommodation, dining, shopping and wellness services to create more diverse travel experiences.
The city also aims to turn its distinctive strengths, including its well-preserved heritage, river landscapes, cultural identity and cuisine, into marketable tourism products tailored to different visitor groups.
Bringing heritage spaces to life at night
Developing the night-time economy is another priority, with the Hue Monuments Conservation Centre planning to expand night-time experiences at the Hue Imperial Citadel before extending them to other heritage sites.
Night-time experiences at the Citadel, Imperial City and other heritage spaces are expected to operate regularly throughout the year rather than only during peak seasons or major events.
At Dong Ba Market, the city is considering displays of historical documents and images alongside stories about the area's history, culture, daily life and commerce to enrich the visitor experience.
Dong Ba, Gia Hoi and Bao Vinh are also being considered for night-time commercial, service and entertainment areas that build on the distinctive character of each neighbourhood.
In the longer term, Hue aims to develop itineraries linking heritage sites, waterways, rural areas, beaches, cuisine, performing arts and spiritual tourism.
The city also plans to strengthen links with Danang and Quang Tri to develop distinctive regional itineraries and raise Hue's profile in domestic and international tourism markets.